Ready to Launch Research partnered with a leading automotive design team to explore user experience challenges and opportunities in hybrid and electric vehicle design. With electric vehicle adoption accelerating, our goal was to uncover pain points and preferences from real EV and hybrid car owners to inform future innovations.
We conducted 20 in-depth automotive ethnography sessions with owners of electric and hybrid vehicles, including models from Tesla, Nissan, BMW, Toyota, Volkswagen, and Acura. Each session was held inside the participant’s vehicle to capture real-time interaction with dashboard features, controls, and interfaces. Participants demonstrated features they liked, identified usability frustrations, and shared improvement ideas.
This EV consumer insights study revealed actionable data around infotainment usability, charging behavior, driver-assist systems, and vehicle ergonomics. Participants offered direct recommendations for improving regenerative braking, range display clarity, and cabin functionality. The findings guided the client's hybrid car UX research and influenced early-stage concept development for next-gen EV models.
